Visual Merchandising Impact on Intention to Buy Private Label Products at Modern Stores

DOI

10.2991/assehr.k.210617.008How to use a DOI?

Keywords

visual merchandising, private label products

Abstract

The rapid growth of modern stores such as minimarkets, supermarkets, and hypermarkets in Indonesia has led to intense competition among these stores. One of the strategies that can be used to attract consumer purchase intentions is application on visual merchandising. The purpose of this study is to: determine the most dominant dimension in shaping visual merchandising variables and how much impact visual merchandising has on purchase intention of private label products in modern stores. The data collection method used questionnaires to 125 consumers who bought private label products in modern shops. Hypothesis testing uses the statistical tool Structural Equation Model with the Partial Least Square (SEM - PLS) approach. The results showed that the most dominant dimension forming the visual merchandising variable is shelf management, and visual merchandising has a significant effect on the purchase intention of private label products.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Nina Maharani
AU  - Arief Helmi
AU  - Asep Mulyana
AU  - Meydia Hasan
PY  - 2021
DA  - 2021/06/19
TI  - Visual Merchandising Impact on Intention to Buy Private Label Products at Modern Stores
BT  - Proceedings of the Social and Humanities Research Symposium (SORES 2020)
PB  - Atlantis Press
SP  - 31
EP  - 34
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210617.008
DO  - 10.2991/assehr.k.210617.008
ID  - Maharani2021
ER  -